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Jeff Singman operates two brick-and-mortar specialty toy stores in New Jersey and has wanted to provide an ecommerce website as well. Singman says his two Toy Genius stores, which he co-owns with his wife, offer shoppers a high level of product knowledge and customer service to stand out from other toy sellers. Employees wear lab coats and demonstrate products for customers. Gift wrapping is free of charge.
But Singman found it difficult to replicate that brand of white-glove service online. "We were looking for a way to bring that ... shopping experience to the Web. I actually had the vision since 2011, but I couldn't affect that vision."
What Singman had in mind was the capability to reach out to customers via voice and video to discuss toys and show different products in action. That approach, however, would have required customers to download plug-ins or a full-blown application such as Skype. "You're not going to get anybody who's shopping to do that," Singman says.
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